Gambling Europe
This omnichannel approach allows them to make better lifetime-value predictions and tailor their services to meet customer needs more effectively. Cross-platform cloud profiles are becoming increasingly popular, allowing players to switch between devices without losing their progress, which enhances the overall gaming experience. This seamless transition across devices is helping operators build stronger customer loyalty.
Product type Segment Analysis of Europe Gambling Market
As per Euromonitor International, William Hill’s platforms commanded the largest market share in the sports betting segment due to their emphasis on live streaming and real-time odds. Meanwhile, Kindred Group, a Malta-based firm, is renowned for its innovative solutions in responsible gambling, widely adopted by eco-conscious consumers. Kindred Group’s platforms are collectively drive innovation and set benchmarks for quality and sustainability in the Europe online gambling market. As internet penetration increases across Europe, more people gain access to online gambling platforms. For instance, according to the report published by the European Commission in May 2024, internet users in Europe reached 91% in 2023, up from 67% in 2010.
Which Countries Gamble the Most?
The European Central Bank highlights that digital currencies are gaining acceptance in Europe, with a growing number of businesses adopting blockchain-based payment systems. Online gambling platforms leveraging cryptocurrencies can attract tech-oriented customers while European casinos enhancing trust and transparency. Additionally, the decentralized nature of cryptocurrency payments helps operators navigate regulatory hurdles, offering flexibility in cross-border transactions and expanding market reach. The report has provided a detailed breakup and analysis of the online gambling market based on the game type. This includes sports betting (football, horse racing, e-sports, and others), casino (live casino, baccarat, blackjack, poker, slots, and others), and others. Technological advancements in mobile devices and internet connectivity have fueled the rise of Europe mobile gambling.
- Millennials and Gen Z are increasingly drawn to features like missions, leaderboards, and social interactions, aligning with their gaming habits.
- Thirteen European countries now have online shares exceeding 50% of their total gambling revenue.
- In the UK, proposed reforms aim to tighten controls on high-spending players, targeting VIP programs and financial risk assessments, which could significantly reduce revenues from high-value customers.
- To tackle this issue, EGBA members have voluntarily contributed over €140 million over the last four years to support gambling harm prevention in Europe, including €61 million in 2023.
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Macau is the country with the highest number of casinos and gaming facilities by land area with 41 casinos. Prior to the pandemic, Macau reported $29 billion GGR for 2019, placing it second only to the USA in terms of market size. Based on that estimate the unregulated market would be equivalent to an estimated €13 billion in gross gaming revenue. The significant surge in digital revenues was led after the COVID-19 pandemic caused the closure of physical casinos.
Digitalisation will drive online gambling uptake in Europe, with mobile gambling leading the way
According to the European Commission, the eSports audience in Europe reached over 100 million in 2022, with a growing segment of these individuals engaging in eSports betting. Online gambling platforms are increasingly offering betting options for popular games like League of Legends and Counter-Strike, creating new revenue streams. This expanding market, driven by younger demographics and tech-savvy users, provides online gambling operators with an opportunity to innovate and capture a larger audience. Online gambling products show distinct national preferences across European markets in 2023. Casino games dominate in several countries, accounting for over 60% of online revenue in Malta (73%), Estonia (72%), and Latvia (63%).
MARKET CHALLENGES
Join us for this webinar as we explore industry-leading practices in responsible gambling advertising and marketing. Our latest sustainability report highlights substantial progress by EGBA members in contributing positively to European society and promoting safer gambling, including record levels of player safety messaging and safety tool use. The regulations in place across Europe certainly help to make it a favorable market for the sector.